Reese's rolls out new look

The changes encompass virtually all stockkeeping units of the two brands including single servings king-size and value packs as well as packaging for club stores concessions and fundraising.

"We would never change the Reese’s orange background because that’s key and most everybody associates the color with Reese’s" says Judy Hogarth a spokesperson for the Hershey PA candy giant. "But this is a fresh new updated look. We did consumer focus group testing and consumers reacted positively to the distinctive design and more contemporary appearance."

The new swirling textural element is the most recognizable graphics change along with bolder lettering which is particularly evident with the Reese’s Pieces wrapper. "The swirls in the orange background help communicate the creamy peanut butter" adds Hogarth.

"This revitalized brand identity keeps us relevant in a climate of changing consumer expectations" says Andy England director of marketing for the Reese’s franchise. "It is critical that we continue to build equity in every expression of the Reese’s brand."—JB